ERA Real Estate has reached a significant industry milestone by being the first real estate franchise to connect its entire system on the innovative ZAPSM platform. By connecting thousands of ERA-affiliated brokers and agent websites into an integrated network that is relevant to search engines both nationally and locally, ERA has created a unique, competitive positioning for its network.
The seamless integration of consumer-facing websites with an online customer relationship management system driven by predictive analytics allows ERA brokers and agents to leverage the ZAP technology platform to reach consumers in a more efficient fashion. Consumer activity on the ZAP platform informs the proprietary ZAP score which helps agents deliver the right information at the right time to their prospective clients.
“ZAP is an industry game-changer,” says Charlie Young, president and CEO of ERA Real Estate. “And ERA’s ability to deftly deploy this enhanced technology solution to our customers has placed the ERA network at the forefront of a new way of doing business for real estate professionals.”
In 2015, ERA Real Estate became the first Realogy franchise brand to begin deploying ZAP to its affiliated companies, and within nine months implemented the platform across the entire ERA system. ERA customer traffic and agent engagement continues to grow as a result of this cohesive approach to the online consumer.
“A national roll-out with ERA is a successful step in building a network of connected broker sites that offers a seamless experience for online consumers, and gives real estate practitioners a boost in online business,” says Jamie Wilson, president and CEO of ZipRealty. “ZAP will continue to deliver high-value solutions focused on the full home-buying experience: search, personalization, listings, customer relationship and more – both on desktop and mobile,” he continued.
Because the power of the ZAP platform is amplified significantly with increased consumer activity, ERA Real Estate is priming the pump with a significant increase in lead generation-focused online media spend in order to drive leads to the system.
ERA also announced an innovative co-op media campaign to provide ERA brokers with dollar for dollar, brand-matched funds to drive online traffic to participating brokers’ websites in support of further lead generation. The campaign, called “Light It Up,” was unveiled at ERA’s 2016 International Business Conference, is designed to move customers from consideration to conversion.
“The power of ZAP is proven,” says Chris Trick, chief marketing officer for ERA Real Estate. “Not only is ZAP driving more leads than the three leading aggregators combined, it is delivering those leads effectively and more efficiently. ERA’s legacy of innovation informs a smarter approach to supporting our franchisees which precisely targets what is driving business into our ERA-affiliated companies.”
Positioned not as a product, but a process, ZAP is ever-evolving thanks to ongoing feedback from ERA brokers and agents.
ERA’s parent company Realogy Holdings Corp. (NYSE: RLGY) acquired ZipRealty, the company that created ZAP, in 2014.
For more information, visit www.ERA.com.
